Whānau Ora, a government health initiative, is shining a light on the challenges faced by New Zealand whānau, with the launch of a new 'We Dream' campaign and refresh of its brand direction and website by Ogilvy.
The hero video watch whānau going about their lives in a series of different scenes. Each one is associated with a dream Whānau Ora has for them, such as a day in the future where all New Zealanders can stand on their own and doors are opened to give them bright futures.
Those narrating the video are Whānau Ora’s Navigators, the frontline people who work with whānau to navigate and wrap the necessary services around them to support improvement in their lives
To help spread the message of hope, ambassadors — including Former All Black Israel Dagg and his wife Daisy, All Black Patrick Tuipulotu, Black Fern Ruby Tui, Silver Fern Phoenix Karaka, TV Presenter Stacey Morrison, The Cougar Boys and Hurricane star Vince Aso — were used alongside targeted PR and digital media to share the campaign video.
Whānau Ora commissioning chairperson Merepeka Raukawa-Tait says many whānau struggle for basic necessities, leaving little room to plan for improvements and take action toward eventual self-reliance.
“Whānau Ora values families and supports them to grow their strengths, it does not view them as problems that need fixing. This is fundamental to the approach we take.”